Extra Questions
JUMP TO: FUTURE FIT | PARTNERSHIP | IMPROVER | PRIORITY
The standard TRR questions give you insight into how your clients feel about your relationship today and helps you measure the strength of the relationship across all clients in all accounts over time.
Extra Questions allow you to go deeper, uncovering specific opportunities, risks, and actions that can help form client plans, strengthen client relationships and drive future growth.
Why Add an Extra Question?
Adding an extra question can also increase the amount of feedback you receive; they do not suppress response rates.
We have found:
Contacts are more likely to leave written feedback when an Extra Question is included.
Approximately 78% of contacts who answer the standard feedback question also go on to answer the Extra Question.
Extra Questions provide more actionable insights, helping teams move from measurement to action.
Extra Questions are particularly useful when you want to:
Build action plans for at-risk accounts
Understand future client needs
Identify growth opportunities
Gather strategic feedback from key stakeholders
Move beyond day-to-day operational feedback
Available Extra Questions
Future Fit Index
Best for: Understanding client perception around confidence in future evolution to meet changing client needs.
Credit Cost: 1 Credit per Contact
Questions Asked
On a scale of 1-10, how well do you feel [Subject] is evolving to meet your future needs?
What makes you feel this way about [Subject]?
What services or offerings would you like to see [Subject] offer in the future?
What You'll Learn
Future Fit measures how clients perceive your ability to support their future needs—not just how they feel about your performance today.
It can help uncover:
Potential retention risks
Demand for new products or services
Emerging client needs
Competitive positioning
Opportunities for growth
Recommended for:
Strategic accounts
Annual planning cycles
Growth conversations
Innovation programme
Partnership
Best for: Ascertaining intel to help formulate client plans during annual planning time in order to partner with clients to grow their business in the next year.
Credit Cost: 0.5 Credits per Contact
Question Asked
How can [Subject] best partner with you to drive growth in the next year?
What You'll Learn
Partnership feedback helps identify where clients see opportunities for deeper collaboration and greater value.
This question is particularly useful when:
Planning for the year ahead
Reviewing strategic accounts
Identifying growth opportunities
Identifying and supporting growth opportunities
Preparing annual account plans
Improver
Best for: Identifying potential latent issues on high-rating accounts that can be identified and corrected before they become bigger problems.
Credit Cost: 0.5 Credits per Contact
Question Asked
How could [Subject] further improve?
What You'll Learn
The Improver question encourages clients to identify specific areas where you can strengthen the relationship.
This question is particularly effective for:
Accounts with higher ratings help to identify latent opportunities / potential issues that may not immediately impact the day-to-day but could do so if left unaddressed.
Action planning workshops
Client recovery programmes
Continuous improvement initiatives
Even highly rated accounts often reveal valuable opportunities that would otherwise remain hidden.
Priority
Best for: Identifying the single most important action your team should focus on.
Credit Cost: 0.5 Credits per Contact
Question Asked
What is the one thing [Subject] should focus on that would make the biggest difference to your business?
What You'll Learn
Priority feedback helps cut through competing requests and identify the issues that matter most to your clients.
Use this question when you need:
Clear action priorities
Focused account plans
Executive-level direction
A better understanding of client expectations
Choosing Who Receives Extra Questions
Extra Questions can be sent to different groups of contacts depending on the type of insight you're looking for.
All Contacts
Send the question to everyone included in the survey.
Best when you want a broad view across all stakeholders.
Critical Contacts (CC) Only
Critical Contacts are senior decision-makers with direct influence over the business relationship.
Best when gathering strategic feedback about future direction, growth, or partnership opportunities.
Primary Contacts (PC) Only
Primary Contacts are day-to-day relationship owners who work closely with your team.
Best when gathering operational feedback and identifying opportunities for service improvements.
Critical & Primary Contacts
Send the question to both strategic and operational stakeholders.
Best when you want a balanced view of the relationship.
Understanding Credits
Credits are consumed each time a contact is surveyed.
Examples
TRR + Future Fit
TRR Question Set = 1 Credit
Future Fit = 1 Credit
Total = 2 Credits per Contact
TRR + Improver
TRR Question Set = 1 Credit
Improver = 0.5 Credits
Total = 1.5 Credits per Contact
Recommended Use Cases
Build Action Plans
For accounts showing weaker ratings or declining performance, consider adding the Improver or Priority question to identify the most important actions to take next.
Support Strategic Planning
For key accounts and annual planning cycles, the Partnership question helps uncover opportunities for future collaboration and growth.
Understand Future Opportunities
For strategic accounts, innovation programmes, or client retention initiatives, Future Fit helps identify future expectations before they become risks.
Combine Questions for Deeper Insight
Many organisations use a combination of questions for different account groups.
For example:
Future Fit for strategic accounts
Improver for at-risk accounts
Partnership for Growth Accounts
This allows you to gather both short-term actions and long-term opportunities within the same survey programme.